Nutrela has launched a campaign spread across 6 weeks with a TV campaign across Hindi GEC, Regional GEC, Movies and Food channels delivering at least 1000 GRP’s so as to break through clutter.
The campaign will also be supported with print and ground activation coupled with massive visibility drive in trade.
With regard to experiential marketing, the brand has launched an educative campaign “Video on Wheels.” The on-ground campaign will run for a period of six weeks parallely during which Nutrela will attempt to educate the masses on the ill effects of consuming loose soya.
Through this initiative, Nutrela Mobile Vans will visit major markets in an attempt to educate the consumers about the benefits of branded Nutrela Soya and tell them why it is better than loose soya. The brand has also created a three minute short film that will be played in the mobile vans. The film highlights the benefits of eating Nutrela Soya in an interesting way.
The campaign aims to build awareness amongst consumers, which is the only long term sustainable strategy to combat adulteration in the country. The video will urge consumers, especially those who use loose soya to review their consumption patterns. Loose Soya often has risk of contamination by insects / rodents which destroys the nutrients in the foods and causes various illness / diseases.
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